Choice and new consumer: (Article 2 in a series of 5)

The Misery of Choosing   In my last post, we talked about the growing importance of two concepts that are radically changing consumer marketing practices: The Choice Equation and the Influence Mix. The influence mix { D = f(P+M+O)}, captures the forces behind a consumer purchase decision by looking at her prior preferences and experiences (P), information from marketers (M) and inputs from other people (O). The Choice Equation on…

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#DataMeetsDesign: the DNA of future corporate success

We live in a world of rapidly exploding tech trends. A big data world. A mobile-first world. The collision of big data and mobile creates a unique challenge of contrasts. In such a world, #DataMeetsDesign is the biggest challenge, and the biggest opportunity. Why? Take big data. In an era where data is expanding exponentially, humans are plagued with an overwhelming number of choices. Through a tech lens, reduction is…

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Notes of a Food Nomad (…with a little help from technology)

As co-founder of a startup with global ambitions, I’ve travelled 170+ days in the last year – pretty much making me a nomad of sorts. And as a self –confessed foodie, the quest for memorable food experiences on my travels has certainly been interesting. First, the airline food ( is that worth talking about?) Most low-cost airlines in US serve only peanuts, pretzels or cookies (choose any one!). But no…

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How banks can power their loyalty programs

I read an article on The Huffington Post the other day, about how Canadians are unhappy with their banks’ loyalty programs. It got me thinking about what Crayon is offering to the world, and just how much the world needs it. There are a lot of loyalty programs out there that don’t do justice to the term loyalty. On average, consumers belong to eight loyalty programs. Do the companies that…

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Two powerful concepts that define today’s new consumer: Influence Mix and Choice Equation

Today, there’s a lot of buzz around a few words. Data: the big, the small, the relevant. Social media, contextual marketing, going viral, and influencers. Digital advertising, mobile first, e-commerce. Everyone splashes around in the shallow end of tech trends. They convince themselves that they are swimming in the deep waters of fundamental changes in consumer behavior. But very little is known about the central actor in this plot –…

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7 kinds of enterprises who will NOT choose Crayon’s choice engine (with 3 bonus ones!)

On the path to evangelising the concept of ‘Guided Choice’, Crayon Data has built its own choice engine Maya – in its quest to simplify the world’s choices. As I made my way into the APAC market, to drive sales for Crayon, I was met with a fair amount of apprehension and scepticism (bordering on paranoia at times!) from enterprises. Not to mention, reactions of immense excitement at the chance…

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A Taste of Choice: Building a Taste Graph

This is the second part of Vijaya Kumar Ivaturi’s earlier post Big data analytics – Not just a matter of scale. “It is in the above context that the recent advances in recommender systems need to be viewed. The use of graph based systems for solving social and information affinity problems is a case in point. The emergence of behavioural systems theory to explain online social behaviour adds a new…

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The Death of Search

Some 16 odd years ago, Google made search engines famous and ubiquitous. It’s sell-by date has come. Think about it. Search was the greatest thing in the world because it achieved Google’s wonderful vison of ‘organising the world’s information’. But now… what is the point of a million results, give or take a billion. Who can process such massive information? And why would you need a million, when none of…

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Deconstructing Taste – The Crayon Way

Crayon’s product manager Ajay Kashyap explains how Crayon’s proprietary taste algorithm helps in understanding customer taste in a holistic way; not bounded by traditional constraints of category, availability, costs and location proximity, in conversation with Crayon’s sales specialist Priya George. Tell us a bit about Crayon’s choice platform? What does it do? Ajay: Let me illustrate this with an example: Lets say that you are traveling. You face multiple questions:…

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